I can't say it is unexpected. In the place I work and study-we were working on a thing similar to that "ads in videogames" thinghy, slightly smarter, but then it is a research project - things have gone way beyond this kind of stuff. I would tell you what the future might bring, but you might be outraged. The only thing I can tell is that the technology is already there, and all that is needed is someone wealthy and stupid enough to put it on the market...